Pernia’s Pop-Up Studio, one of India’s leading multi-designer shopping destinations, launched a fine jewellery range in collaboration with some of the most coveted labels, adding another dimension to the brand’s already immersive wedding shopping experience. From Art Deco pieces and contemporary patterns to classic designs, the scintillating line offers bijoux that redefine the approach and tradition of buying bridal jewellery.

In a country where the act of investing in jewellery is devout, it does not come as a surprise that the new generation of buyers is leaning towards pieces that are anything but ordinary. Pernia’s Pop-Up Studio’s newest venture, housing brands like Nornament, Zen Diamond, Mohar Fine Jewellery, A.S Motiwala, Shine Eternal and Tryyst Fine Jewelry, is all set to cater to the modern sensibilities with a handpicked curation of pieces that feature master craftsmanship.

On the brand-new venture, Abhishek Agarwal, Founder and Chief Executive Officer at Purple Style Labs, shares, “Our core vision has always been to create a holistic luxury experience for the consumers. Foraying into fine jewellery is a key step towards cementing that commitment to offering a complete bridal and occasion wear shopping journey for our clientele.”  

Pernia’s Pop-Up Studio’s opulent curation of precious jewellery includes handpicked designs that feature a confluence of traditional and contemporary elements. From heavyweight bridal jewellery in kundan and polki to lighter statement pieces for everyday wear, the freshly launched range will include pieces a new bride can add to her wedding wear collection as well as her trousseau. 

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Wearing: Shine Eternal, Zen Diamond, Tryyst Fine Jewelry

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Wearing: Shine Eternal, Zen Diamond, Tryyst Fine Jewelry

“With expert styling services and a curated selection of designs, we aim to help shoppers create exhaustive looks for all affairs.”

On introducing the contemporary lineup of designs, Agarwal adds, “For this new endeavour, we have collaborated with esteemed jewellery labels that focus on modern designs that have a global appeal. The range entails fine jewellery that balances and beautifully blends design innovation with heritage craftsmanship. Think architectural forms, delicate diamond clusters, and unconventional settings featuring precious coloured gemstones.”

Pernia’s Pop-Up Studio is keen on positioning itself between high-octane bridal jewellery and mass-produced fine jewellery that lacks refined taste or precision of thought. With the introduction of this range, the omnichannel platform is dedicated to offering a well-researched and curated multi-brand experience under one roof.

Pernia’s Pop-Up Studio’s newly launched range of fine jewellery in collaboration with India’s revered brands is the ultimate destination for luxe finds, meant to make consumers spoilt for choice. In a country like India, where the luxury market is already oversaturated, the multi-designer platform brings in a fresh take on wedding and occasion wear shopping by bringing together diverse designer labels to cater to distinct sensibilities.